| Philosophy | To tilt the balance of gender inequality in Lebanon, we went where few brands have gone before. We created our own counter brand: Em Khalil. Bou Khalil means 'father of Khalil'. Em Khalil means ‘mother of Khalil’, the voice that tackles gender-associated laws and societal stereotypes. Em Khalil was launched on her very own Instagram account. Then, on Women’s Equality Day, we crossed from the digital world into the real world, in one bold, guerrilla move: We quickly high-jacked the signage of Bou Khalil Supermarket’s flagship store and gave it to Em Khalil, as a sign of solidarity with women. Moreover, couples who showed up to shop together got a 10% discount on their purchases, to encourage men to pull equal weight in grocery shopping. bloggers and media picked up on the story. Em Khalil and Women’s Equality Day were in the news for the first time in Lebanon. |
